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Black Label

Black Label is a rider-driven skateboard company started by 1980s pro and artist John Lucero in 1988 as Lucero Ltd., taking the Black Label name in 1990. It is known for its punk, do-it-yourself attitude and the motto 'Never be bought, never be sold'.

History

  • John Lucero, a 1980s pro, artist and still the owner, started the company in 1988. [1][2]
  • Lucero left Schmitt Stix to start the brand from his bedroom, first calling it Lucero Ltd. [3]
  • The company changed its name from Lucero Ltd. to Black Label in 1990. [2][4]
  • The brand's motto is 'Never be bought, never be sold'. [1][2]
  • Black Label is known for custom board shapes and larger-cut decks, and also sells wheels, clothing and accessories. [2]
  • Its videos include Label Kills (2001), Blackout (2003), Label Live (2003), Back in Black (2006) and God Save the Label (2009). [2][3]

Sources disagree

    Catalogues

    Also in these catalogues

    From Giant Distribution, who made or distributed Black Label.

    In the magazines

    32 adverts and features from the magazines, catalogues and flyers, by year.

    1989

    1990

    1991

    1992

    1993

    1994

    1995

    1996

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    Decks

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    Stocked in the UK by

    Independent UK skate shops listing Black Label decks right now, from their online shops (checked every few days).

    All UK skate shops

    Sources

    1. About (Black Label Skateboards)
    2. About Black Label Skateboards (SkateboardStickers.com)
    3. John Lucero: The Outsider Who Became an Icon (Longboarder Labs)
    4. Black Label: A Punk Ethos (Longboarder Labs)